Rebranding is a kind of holistic brand revolution that most often includes not only the visual identity or product or service offering, but also the marketing and organisational strategy.
In the vast majority of cases, rebranding is a response to a company’s internal or external problems, but it can just as well be carried out simply to ‘refresh’ the company. Throughout the process, aspects of the brand may change such as:
- the name, the logo or the entire visual design;
- the marketing strategy and the way it communicates with its audience;
- the organisational strategy;
- business profile.
The degree of interference with the core of the company should correspond to the actual demand, and the rebranding itself must be preceded by thorough analyses and the development of a plan for its implementation.